Brief: Introduce yet another new ‘wet’ shaving system in such a manner that all who witness the show will immediately become ambassadors of the brand. Oh, and by the way: these witnesses are hard-nosed buyers representing retail giants…
Concept: The presentations were challenging and surprising. The specially trained promotional team operated out of Hummer limousines, to individually pamper and surprise their victims with unexpected demonstrations.
How happy was Gillette? “The logistics were perfect. The programme worked like clockwork. The buyers were left in no doubt that Gillette is the name to watch in this area of contemporary body care.”